Vueling CEO: Recalibrate Sustainability for Growth
At Routes Europe 2025 in Seville, Spain, Vueling CEO Carolina Martinoli voiced a strong call for recalibrating European sustainability regulations to better support short-haul carriers’ investment capabilities. Speaking to an engaged audience of industry delegates, Martinoli argued that while current regulations are well-intentioned, they disproportionately impact low-cost operators within Europe, hindering their ability to invest in necessary sustainable technologies. “We need policies that support the transition, while preserving airlines’ ability to invest in sustainability,” she explained. Her remarks come amid growing concerns that the increasing regulatory burdens could undermine the competitive edge of carriers like Vueling.
Martinoli, who assumed leadership of the International Airlines Group subsidiary just a year ago, reiterated her commitment to reaching net-zero emissions by 2050. However, she emphasized that achieving this goal requires a collaborative approach. “Everyone looks at carriers – but we buy every new-technology plane that there is to buy. We buy every drop of sustainable aviation fuel (SAF) that there is to buy,” she stated, stressing that the industry needs broader support from other actors to boost the availability of new technology and sustainable resources. The urgency in her tone reflected the mounting industry apprehension regarding near-term SAF mandates under the EU’s ReFuelEU Aviation regulation. While the 2% SAF target for 2025 appears attainable, many airline executives fear that the 6% threshold for 2030 could remain out of reach without immediate action to stimulate production and supply.
In addition to addressing sustainability challenges, Martinoli outlined Vueling’s proactive efforts to strengthen its route network across Europe. The airline is preparing to launch a new service to Cordoba this September, ensuring that every airport in Andalucía is now served. Vueling is also expanding its network with new routes to Tirana, Salerno, and Essaouira, further solidifying its presence across key European markets. “Barcelona is one of the best-connected cities in Europe through our network, and we keep launching new possibilities,” she added, highlighting the carrier’s commitment to offering increased connectivity and broader travel options for passengers.
Martinoli also flagged disruption management and digital transformation as crucial strategic priorities for Vueling. The airline is collaborating with the Barcelona Supercomputing Center to harness weather data and forecast operational disruptions, while leveraging artificial intelligence across customer service, predictive maintenance, and overall operational efficiency. “We’re just scratching the surface,” she remarked, noting that the potential for digital innovation in aviation is immense and largely untapped.
Acknowledging broader industry challenges, Martinoli mentioned geopolitical risks, supply chain disruptions, air traffic control delays, and rising costs as factors that continue to shape the current operating environment. “Disruption is here to stay. It’s structural now, and we need to be structurally ready to manage it,” she stated, emphasizing that a transformation mindset is essential for resilience in an ever-changing market.
Despite these headwinds, Martinoli remains optimistic about the future of Vueling. “I was already an admirer of Vueling before I joined,” she said. “It’s a dynamic, innovative, transformation-minded team. No two days are the same in aviation—and that’s what makes it so fascinating.” Her vision for recalibrated sustainability regulations, combined with strategic network expansion and digital innovation, underscores the carrier’s commitment to growth, competitiveness, and a more sustainable future in European aviation.
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